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Register a new userThe Role of the marketing information system in preparation the competitive Strategies: A Field Study in Syrian public Banks
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Tishreen University مقالة
Publication date
2018
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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This study focuses on the role of the marketing Information system in preparation the competitive strategies in Syrian public banks. This study deals the marketing Information system and its resources and kinds, in addition to the definition of competitive strategies. The researcher has act appraisement the following competitive strategies in studied banks, and known marketing Information system and his role in formulation competitive strategies. the competitive strategies when applying this system. The researcher through personal interviews and giving out questionnaire too the employees and customers arrived many results which is the existence positive effect of marketing Information system on competitive strategies. In addition, there a big importance for application marketing Information system in suitable and effective form for preparation and formulation the suitable competitive strategy.
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Research summary
تتناول هذه الدراسة دور نظام المعلومات التسويقية في إعداد الاستراتيجيات التنافسية في المصارف العامة السورية. تهدف الدراسة إلى تقييم الاستراتيجيات المتبعة في هذه المصارف ومعرفة مدى تأثير نظام المعلومات التسويقية في صياغة هذه الاستراتيجيات. من خلال تحليل البيانات واختبار الفرضيات، توصل الباحثون إلى أن هناك تأثيرًا إيجابيًا لنظام المعلومات التسويقية في إعداد الاستراتيجيات التنافسية. وأكدت النتائج على أهمية تطبيق نظام المعلومات التسويقية بشكل مناسب وفعال لضمان صياغة استراتيجيات تنافسية ناجحة. استخدمت الدراسة منهجية وصفية واعتمدت على استبانة لجمع البيانات الأولية، وتم اختبار الفرضيات باستخدام أساليب إحصائية متعددة مثل اختبار (t) لعينة واحدة. كما تناولت الدراسة أهمية نظام المعلومات التسويقية وعناصره ومكوناته، بالإضافة إلى تحديد أهم الاستراتيجيات التنافسية مثل استراتيجية التكلفة الأقل، استراتيجية التمييز، واستراتيجية التركيز. خلصت الدراسة إلى وجود تأثير معنوي بين تطبيق نظام المعلومات التسويقية وإعداد الاستراتيجيات التنافسية في المصارف العامة السورية، وأوصت بضرورة توفير الدعم المادي والمعنوي لتطوير نظام المعلومات التسويقية وإعادة النظر في الهيكل التنظيمي والإداري للمصارف لضمان تفعيل هذا النظام بشكل أفضل.
Critical review
تعتبر هذه الدراسة خطوة مهمة في فهم دور نظام المعلومات التسويقية في صياغة الاستراتيجيات التنافسية في المصارف العامة السورية. ومع ذلك، يمكن الإشارة إلى بعض النقاط التي قد تعزز من قوة الدراسة. أولاً، كان من الممكن توسيع نطاق الدراسة ليشمل مصارف خاصة أو مؤسسات مالية أخرى للحصول على صورة أشمل وأدق. ثانيًا، على الرغم من استخدام أساليب إحصائية متعددة، إلا أن الدراسة لم تذكر بشكل كافٍ كيفية التعامل مع المتغيرات الخارجية التي قد تؤثر على نتائج البحث. ثالثًا، كان من الممكن تعزيز الدراسة بمزيد من المقابلات النوعية مع خبراء في مجال التسويق والمعلومات للحصول على رؤى أعمق. وأخيرًا، تحتاج التوصيات إلى مزيد من التفصيل حول كيفية تطبيقها عمليًا في المصارف العامة السورية.
Questions related to the research
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو معرفة تأثير نظام المعلومات التسويقية في إعداد الاستراتيجيات التنافسية في المصارف العامة السورية.
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ما هي الفرضيات التي تم اختبارها في الدراسة؟
تم اختبار ثلاث فرضيات رئيسية: لا توجد علاقة ذات دلالة معنوية بين تطبيق نظام المعلومات التسويقية وإعداد استراتيجية التكلفة الأقل، استراتيجية التمييز، واستراتيجية التركيز في المصارف العامة السورية.
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ما هي أهم النتائج التي توصلت إليها الدراسة؟
توصلت الدراسة إلى وجود تأثير إيجابي ومعنوي لنظام المعلومات التسويقية في إعداد الاستراتيجيات التنافسية في المصارف العامة السورية.
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ما هي التوصيات التي قدمتها الدراسة؟
أوصت الدراسة بضرورة توفير الدعم المادي والمعنوي لتطوير نظام المعلومات التسويقية، إعادة النظر في الهيكل التنظيمي والإداري للمصارف، وتقديم دورات تدريبية لتنمية قدرات العاملين في مجال نظام المعلومات التسويقية.
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